Zimbabwe(2012): Qualitative Segmentation Study on Water Treatment Behavior in Zimbabwe using WaterGuard among Caregivers aged 15-49 years in Zimbabwe

The Hygiene Promotion and Home-Based Water Treatment program in Zimbabwe carries out mass media and interpersonal hygiene behavior change communications in order to increase correct and consistent point of use water treatment among among Caregivers aged 15-49 years in rural and urban Zimbabwe. The study also seek to increase correct and consistent hygienic practices among target population (hand washing and stool disposal). Designing the concept for a social marketing activity requires familiarity with the target audience and the context in which behavior change takes place. The purpose of this qualitative study was to provide information that can be used to inform PSI/Zimbabwe’s Hygiene Promotion and Home-based Water Treatment interventions, particu larly in the development of messages, and campaign personality for point of use water treatment using WaterGuard. A photo narrative approach, including in-depth interviews, was used to collect data from Twenty four caregivers (4 Males and 20 Females) that were purposively selected to participate in the study.